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Strategy Briefing

Wine in Western Europe

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About This Report

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Wine in Western Europe suffers from structural decline, being the largest region globally and facing maturity, as well as downward pressures in terms of the health and wellness trend, premiumisation, and competition from other alcoholic drinks categories such as spirits and beer. This regional briefing looks at the progression of the category over the review period and highlights the opportunities and challenges over the coming five years.

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Key findings

Volume and value declines over the review period

Wine in Western Europe declined in both volume and value terms over the review period 2012-2017, suffering from maturity. Being the largest wine-drinking region globally in both absolute and per capita terms, wine in Western Europe is also facing increasing competition from other categories, notably spirits.

Still light grape declines the most, especially still red

Still light grape wine saw the biggest declines over the review period, in particular still red wine, which is more mature than white and rosé. In the region’s second largest market, France, still light grape wine faces maturity, a decline due to the health and wellness trend, and competition from other alcoholic drinks.

Bubbling optimism in other sparkling wine

Growth in sparkling wine and fortified wine, while encouraging, was not enough to mitigate declines in still light grape wine. While champagne volumes fell over the review period, other sparkling wine, especially prosecco, performed strongly. In fortified wine, vermouth benefited from the growing cocktail culture.

Distribution trends favour internet retailing and discounters

E-commerce and m-commerce were the driving forces behind the growth in the share of internet retailing, as wine apps and online platforms grow in popularity across the region. Discounters also gained share, especially in France and Belgium.

Wine is highly fragmented

Wine in Western Europe remains highly fragmented across the region, with private label having a greater share than the top five players in many key markets, including France, Germany, Belgium and Ireland.

Very modest growth expected over forecast period

Volume and value growth is not expected to surpass 1% over the coming five years. While downward pressures remain on still light grape wine, opportunities present themselves in still white and rosé, fortified wine, and the organic and low-alcohol segments.